social networking tools for libraries

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Using Social Networking Tools for Libraries Nathan Turner e-Resources Librarian Parramatta City Library

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An introductory overview to using social media in libraries, presented at a workshop for Next Generation Libraries study group, Melbourne 2012. © Nathan Turner, Parramatta City Library 2012.

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Page 1: Social networking tools for libraries

Using Social Networking Toolsfor Libraries

Nathan Turnere-Resources Librarian

Parramatta City Library

Page 2: Social networking tools for libraries

What is 'Social Media'?

Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online... It's more of a two-way conversation, rather than a one-way broadcast like traditional media.

~Ron Jones

Page 3: Social networking tools for libraries

Possible uses of social media

Raise patron awareness Boost public engagement with the library Educate or inform patrons Increase the library’s reputation Interact with industry colleagues

Half the money I spend on advertising is wasted; the trouble is I don't know which half.

~John Wanamaker

Page 4: Social networking tools for libraries

Where to begin?

What are your goals or objectives?

Page 5: Social networking tools for libraries

Before you begin…

Choose simple, defined goals for a limited set of social media tools for your first experience: don’t try to do everything on every platform!

Page 6: Social networking tools for libraries

What to consider?

Twitter followers

Facebook friends

Website visitors

Positive press

Emails

YouTube viewsNegative pressOnline mentions

Retweets

Social mentions

Blog comments

Customer complaints

Visits to a physical branch

Online signups

Online loans/renewals

Program participation

Page 7: Social networking tools for libraries

Strategic Planning Cycle

Goals

Target

UniquenessTools

Analysis

Page 8: Social networking tools for libraries

Goals

What do you want to achieve with social media?

Goals for a strategic plan need to be S.M.A.R.T.

Sound strategy starts with having the right goal.

~Michael Porter

Page 9: Social networking tools for libraries

TargetWho is your target audience, & how do they use

social media?

Infographic © Forrester Research

Page 10: Social networking tools for libraries

Uniqueness

Why should someone go to your library instead of another, or even Google?

How can you differentiate your library service?

Page 11: Social networking tools for libraries

Tools

Which social media tools/platforms are you going to establish a presence on & send your message?

Remember it can be better to be really good at a couple of platforms rather than being mediocre at half-a-dozen.

Page 12: Social networking tools for libraries

Analysis

Ask yourself:

How are we doing? How can we do it better?

Are we meeting our goals?

Ask your patrons:

How are we doing? What do you like? What do you dislike? What do you want more of?

Page 13: Social networking tools for libraries

Ingredients of a Strategic Plan (1)

1. Your Baseline Metrics

2. Comparable Library Benchmarks

3. Goals and Objectives

4. Naming Strategy

5. Staffing Plan

Page 14: Social networking tools for libraries

Ingredients of a Strategic Plan (2)

6. Content Calendar

7. Partner Integration

8. Your Creative Ideas!

9. Examples

10. Reporting and Analysis

Page 15: Social networking tools for libraries

Social Media Policy

Also called “Acceptable Use Policy” Corporate code of conduct providing guidelines Sets expectations for appropriate behaviour Can be 30 pages or just “Be real and use your

best judgement” Internal, external or both.

http://www.youtube.com/v/8iQLkt5CG8I&

Page 16: Social networking tools for libraries

Identifying popular social media tools

Wikipedia 'List of social networking websites' regularly updates registered user numbers

Google 'most popular social media sites in Australia'

www.ebizmba.com/articles/social-networking-websites – Top 15 based on monthly traffic

Page 17: Social networking tools for libraries

Finding new social platforms

(2010)

Page 18: Social networking tools for libraries

Top 15 sites, July 2012

Page 19: Social networking tools for libraries

An embarrassment of riches...RSSTwitterFacebookTechnoratiRedditMySpaceLinkedInWebonewsDeliciousDiggFlickrStumbleUponNewsvineYouTube

Page 20: Social networking tools for libraries

Some popular platforms

FacebookYounger average users. Minimal maintenance but must be updated frequently to retain user interest

LinkedInProfessional collaboration tool

TwitterOlder average users: micro-messaging. Use Seesmic to schedule messages

Page 21: Social networking tools for libraries

Pinterest

'Virtual pinboard' Bookmark internet ephemera to share, store or

classify Graphics-based

Page 22: Social networking tools for libraries

QR Codes

Quick Response Codes URLs and 'Augmented Reality' interfaces Need an app to scan

Page 23: Social networking tools for libraries

Assessing new platforms

Is my target audience part of its demographic? Does the take-up rate make it look like it will be

around for a while? Can I port content to this platform easily, or

easily create new content for it? How much time will I need to spend learning,

creating & updating for this platform?

Page 24: Social networking tools for libraries

Service planning

What can I do with which?

Is my content & message style appropriate to the platform's demographic?

Is my content appropriate to the platform itself?

Page 25: Social networking tools for libraries

Variety Matters

No one communication channel will reach everyone in your audience

No single tool will cover every channel No tool is perfect!

Page 26: Social networking tools for libraries

Final thoughts

Libraries that were early adopters of social media have more visits, more loans, and more program attendance.

It's not enough to pick one and go with it; we need to be ready to abandon one tool/site as it becomes less popular, & move to another.

Success comes through rapidly fixing our mistakes rather than getting it right first time.

Create a space where people can share, co-create & collaborate.

Page 27: Social networking tools for libraries

Questions?

[email protected]

@parralibrary